A few weeks in the past, I got here throughout a Malaysian enterprise, Safe Food Corporation (Protected Meals), claiming to be the primary to supply and promote pasteurised eggs domestically. It made me surprise, “Aren’t all eggs in grocery shops pasteurised already?”
“Nope. Test their labels,” they replied. Upon a fast Google search, their assertion holds true. Most grocery shops right here really promote sanitised eggs, not pasteurised ones. And that may make a complete lot of distinction.
Cleansing it in and out
Sanitised eggs are handled with UV lights to kill micro organism or viruses that could be current on the floor of egg shells.
Pasteurised eggs, nevertheless, have been handled with exact and delicate warmth over an extended time period to get rid of dangerous micro organism and viruses like Salmonella or Chook Flu. Such pathogens could be current inside and out of doors the eggs, and are typically culprits of meals poisoning.
Protected Meals’s group did make clear that there’s really no hurt in consuming unpasteurised eggs, as a result of the warmth from cooking is normally sufficient to kill off dangerous organisms. That’s, if they’re 100% cooked.
Within the culinary world right now, eggs are now not simply fried or hard-boiled; many recipes typically use uncooked and semi-cooked eggs. Suppose mayonnaise, hollandaise sauce, no-baked desserts, half-boiled eggs served for kopitiam breakfasts, or these fancy, oozing egg dishes in cafes that you just get for the ‘gram.
“These are examples that include a sure share of rawness which carry a sure share of danger for meals poisoning,” Maverick, founding father of Protected Meals instructed Vulcan Publish.
Actually, Dato’ Dr. Norlizan Mohd Noor—the pinnacle of Malaysia’s Veterinary Well being Division—shared that about 1% of 1 million eggs farmed in Malaysia could also be contaminated with Salmonella micro organism.
“If we eat half-cooked eggs and get diarrhoea or meals poisoning, typically we don’t know the place it went unsuitable. Generally we blame the seafood or meat earlier than we consider the semi-cooked eggs,” added Maverick.
And this mindset was what made it troublesome for Protected Meals to penetrate the Malaysian market once they introduced the expertise right here.
Malaysians simply didn’t see the purpose
Regardless of the advantages of pasteurised eggs, it wasn’t straightforward convincing the Malaysian market who isn’t prepared to fork out further on such a staple product.
“13 years in the past after we launched Safegg into the market, it required a variety of costly promoting and promotions to coach the market and achieve their consideration,” defined Maverick.
Dictionary Time: Safegg is Protected Meals’s model for his or her pasteurised eggs utilizing a South Korean award-winning egg pasteurisation expertise.
As they continued to coach the market and go about their enterprise, Maverick additionally seen a paradigm shift in Malaysian customers. Individuals began changing into extra conscious of their well being and had been prepared to spend extra on good high quality meals too.
“Over the 13 years, we’ve got seen the rise within the reception of Malaysians in direction of pasteurised eggs,” Maverick confirmed. Protected Meals’s public acceptance skilled a domino impact too, whereby as soon as a client was happy with the product, they’d normally return for extra and suggest it to their very own associates.
“Even in my childrens’ faculty discussion groups, I noticed dad and mom recommending pasteurised eggs to different dad and mom with out understanding I’m the managing director of Protected Meals Company,” he enthused.
After all, there’s a phase of customers who aren’t satisfied. Maverick shared that the group nonetheless receives feedback from folks contending that they’ve been consuming cheaper unpasteurised eggs and see no level in altering.
However the group isn’t backing down, believing that with steady schooling, extra Malaysians will make the swap.
It’s similar to milk, right now customers perceive the significance of processed milk reminiscent of pasteurised milk, UHT milk, and so they know that unprocessed contemporary milk has a excessive danger of meals poisoning if mishandled. This was achieved by means of years of training the market.
Maverick Lee, Managing Director of Protected Meals Company.
Extra manufacturers to succeed in extra clients
The pasteurisation expertise Protected Meals makes use of was introduced over from Korea, the place Maverick learnt about its significance throughout a visit to the nation 14 years in the past. Seeing the potential for such a market right here, he opened Protected Meals’s manufacturing unit in 2008 and offered the processed eggs underneath their model, Safegg.
At present, Protected Meals provides to each B2B and B2C segments in Malaysia and Hong Kong. A few of their notable shoppers embody native F&B manufacturers like Go Noodle Home, Paradise Dynasty, A&W, and Dunkin Donuts.
Within the B2C phase, their pasteurised eggs could be present in grocery shops across the nation reminiscent of Chilly Storage, Isetan, Aeon, together with Jaya and Village Grocer. Protected Meals has additionally branched out into the e-commerce scene throughout 2020’s MCO by providing deliveries for his or her eggs by means of their new model, Eggshipper.
Moreover, the corporate additionally launched ready-to-eat pasteurised egg merchandise like tamagoyaki (Japanese omelet), marinated eggs, and so forth. by means of one other model, Eggnovative.
As for his or her targets for the subsequent 3 years, Maverick shared that the group is trying to export their merchandise to extra international locations. They’re additionally hoping to construct extra retail consciousness and deal with branding efforts to coach extra clients on the advantages of pasteurised eggs.
- You possibly can study extra about Protected Meals Company here.
- You possibly can examine different Malaysian startups here.
Featured Picture Credit score: Maverick Lee, founder and managing director of Protected Meals Company